How to write about yourself on your website … without making it all about you

As much as I love helping entrepreneurs write about themselves, I've always felt a bit uncomfortable doing the same for myself. Maybe you can relate.

Like many small business owners, you might find yourself falling into one of these two traps:

You set out to write friendly, personality-infused website copy … but somehow it ends up being all about you.
You want to avoid sounding self-centered, so you keep the personal details to a minimum … and end up with a website that reads more like a résumé.

I know you don't want to land in either of those camps, so let's talk about how to find the right balance. Here are five of my favorite tips for writing about yourself on your website.

1. Treat it like a first date

As you write, imagine you’re chatting with your ideal client, almost like you would on a first date.

You want to show your “date” (ideal client) you're interested in them, so you know you shouldn't spend the whole time talking about yourself. But you still want to give them enough details about you so they walk away feeling connected to you and understanding what you’re about.

2. Share relevant details

You might be speaking to your audience from around the world, but they’ll feel more connected to you when they find out about your go-to morning beverage or your most embarrassing moment. On your website, try to share a few personal details like these to help your audience get to know you and see what you have in common.

You could also share details to help people picture you at work. If you’re a virtual assistant who works from home with your chihuahua in your lap, or a wedding photographer who shows up to every shoot with a chai latte in hand, talk about that on your website (and consider including a picture too!).

3. Go beyond small talk

While it's important to cover those fun personal details, we know a good conversation goes deeper than that – and your website should, too. Consider writing about your “why,” your mission, your values, your promise to your customer, what makes you different, what inspires you, and the stand you take as a brand.

Whatever you share, be sure to explain why it would be important to your ideal client. If you're talking about brand values, tell your reader how those values will help you solve their challenges or make their life better.

I also recommend telling a part of your story that will resonate with your ideal clients. Talk about a time when you were in their shoes – or a challenge you overcame that they might be experiencing right now – to help them feel connected to you and excited to work together.

4. Compare “I” vs. “you” statements

Even though it’s important to talk about yourself on your website, you should always talk more about your ideal client.

Check this balance by counting and comparing the number of times you use words like “I”, “me,” or “my” (or “we,” “us,” and “our,”) versus words about your client (like “you” or “your”) on each page of your website. If you’re talking about yourself more than about your client, consider reworking your copy to put the focus back on your ideal client.

The one exception to this tip might be your About page, which may, for obvious reasons, include more references to you – but I’d still recommend you look for ways to relate to your ideal client on that page by including statements that show you understand them (e.g., “like you, I’m frustrated by…” or “I care about helping you [overcome a challenge or achieve a goal] because…”).

5. Share bits and pieces throughout your site

Your About page is the best place to go into detail about yourself, but that’s not the only spot on your website where people should be able to learn about you.

I recommend including a brief, 1-2 sentence introduction on both your Homepage and your Services page, ideally with a couple of personal details and additional information about you and your business.

Writing about yourself on your website

If you want website visitors to feel connected to you and excited to hire you, then you need to talk about yourself on your website.

Everything you share should still tie back to your ideal client by helping them relate to you, showing them you understand and care about them, and inspiring them to see why working with you would make their life better.

Have questions or want to know how I can help you connect better with your ideal clients? Leave a comment below or get in touch!